The brand and content management platform has raised $30m in a new financing led by Institutional Venture Partners (IVP).

The raise includes participation from existing investors US Venture Partners, Shasta Ventures, First Round Capital and Richmond Park Partners.

IVP general partner Dennis Phelps has joined ZEFR’s board.

The new capital will be used to drive the company’s software development and grow its sales and marketing teams.

ZEFR provides SaaS (Software As A Service aka On-demand software) solutions for leading brands and content owners on YouTube and its BrandID platform connects fans and franchises and help brands such as Adidas manage and monetise their fan base.